3 Big Mistakes Online Marketers Make
Wednesday, March 5th @ 3:15 PM
Following is an excerpt from a book titled, Mastering Online Marketing, that I recently co-authored with Mitch Meyerson. As part of our research for the book, we spent a great deal of time searching for the answer to the following question:Why do so many online marketers fail to achieve their goals?...
We knew that once we arrived at the answer, we could uncover and communicate the solutions to our readers. The result? We discovered that the majority of unsuccessful online marketers made the following three big mistakes. So, if your goal is to generate online income, avoid them at all costs.
1. They chase opportunity instead of passion. You need passion – fervor and excitement – to carry you through the tough times. Identify and articulate your interests first… then see if you can build a business around it. For example, if you’re passionate about saving the environment write an e-book on “green” cleaning products or ways to recycle trash.
2. They develop a product or service before ensuring that enough people are actively seeking it online. Although you have a product, you may not have an audience. Although you have an interest, you may be the only one. If you build an online business around a product or service that no one wants, needs, or is actively seeking, you’re in big trouble. So, while you should begin with your passion, make sure others share it.
3. They expect and ask for a sale on the first visit. Remember, marketing is a relationship building process, not a transaction. It can take months, even years, to develop and is a lot like dating…
Imagine this… You’ve just met a very nice person… one that has just asked you out on a first date… Since you like them and are quite interested you gladly say “yes” and off you go to dinner at a lovely restaurant. As you enter, you look into his/her eyes and are immediately glad you’ve accepted their invitation… However just after you sit down at your table your date says, “Will you marry me?” If you’re like most people, you scream “WHHAATT?” then get up from the table and run as fast as you can in the opposite direction!
Sound silly? In this context, perhaps… But it’s the same reaction many online consumers have when they’re asked to buy on their very first website visit!
Why doesn’t this work? Because internet marketing is a lot like building a personal relationship – it takes time, effort and commitment to build trust, rapport and a lasting friendship… And while there are exceptions to this rule (e.g. your prospects are pre-sold, you sell a product that people buy on “impulse,” and/or you offer products that people need “right now”) you should be prepared to take your prospects on a first, second, third and maybe even sixth “date” before you invite them to purchase.
